There are 4 main areas to focus on for your Paid Search strategy in 2014:
“It’s not about the device, nor the channel. It’s about the user”. Is your strategy based only on channels and device or also around users?
“Audience targeting and data driven marketing are not buzzwords anymore but a reality”. Are you collecting data and most of all, how do you process it to make decisions?
“Don’t push only ads: push Products with Shopping Campaigns”. Is your product feed and Google Merchant Centre correctly set up to accommodate this new and powerful feature?
“You can do branding with Search while generating revenue with newcomers”. Did you include Search on your branding budget?